As form factors and functionality continue evolving, certain trends relevant to retailers are unfolding. Fitness bands, for instance, have begun to stratify on price and also on functionality, with the release of the Samsung Gear Fit. The Gear Fit and several other similar models offer notification services for calls and texts as well as fitness-based functions, giving the ability in some cases to answer calls from the wrist. These expanded capabilities mean that the devices are moving into functions that, until now, have been the domain of smartwatches.
In a universe where traditional industry boundaries are disappearing and commoditization is becoming ever more commonplace, the customer experience provides the sizzle and differentiating factor for many of these fitness and wellness devices, smartwatches and fitness trackers—whether in a catalog, on a website, or in the store and on the floor.
In considering approaches to a customer experience—and as channels select products and product lines—given that these are personal products, there is a greater need for retailers to understand their customers.